Nuovi orizzonti d’Italia. Trame di identità in esposizione - New Horizons of Italy: Threads of Identity on Display

In the post-war era, international exhibitions became key instruments of cultural diplomacy and economic revival. This paper explores how Italy, through carefully curated showcases abroad reconstructed its national identity by blending tradition and modernity. Institutions such as CADMA in Italy and Handicraft Development, Inc., in New York played central roles in promoting Italian craftsmanship and design. Exhibitions like Handicraft as a Fine Art in Italy (1947) and Italy at Work (1950–1953) reframed Italian artisan products as symbols of cultural heritage and modern lifestyle. These initiatives bridged artistic expression and market strategies, using immersive displays to captivate audiences and redefine Italy’s image internationally. Ultimately, the convergence of exhibition design, diplomacy, and commerce laid the foundation for the global success of Italian design and the emergence of the "Italian Lifestyle" as a cultural brand.